Case study – Peloton
Peloton, a connected fitness company best known for its exercise bikes and digital workouts, implemented a GTM strategy that pivoted on community building, premium positioning, and comprehensive user experience:
- Building a community: Recognizing the motivating power of social engagement, Peloton developed a strategy to foster a strong community. Users could participate in live classes compete on leaderboards, and follow each other’s progress. This community-focused strategy not only helped retain users but also boosted organic growth as users evangelized Peloton within their personal networks.
- Premium positioning: Peloton positioned itself as a premium product, offering high-quality equipment and elite trainers. This helped the brand to attract an affluent customer base that valued the superior experience Peloton offered.
- Complete user experience: Peloton’s GTM strategy was centered on providing a holistic user experience. The...
